" Across many parts of the Western world, salt and pepper shakers take up a prominent space on kitchen and dining room tables. As everyone knows, most are uniform in appearance: three pinprick holes on the saltshaker, and a single one atop the pepper. If you live in Asia, however, the number of holes is reversed, with three on the pepper shaker and one on the saltshaker, thanks to the popularity of pepper in Asian countries and the cultural preference for soy sauce. This "

― Martin Lindstrom , Small Data: The Tiny Clues that Uncover Huge Trends